Proposer une offre unique, censée satisfaire tout le monde, est dépassé
Winning the Media Subscription Battle
The next battleground in media is figuring out how to acquire, retain, and establish direct relationships with subscribers. As media companies enter this contest, they will discover that subscribers are more alike than different in their reading and purchasing habits.
Younger generations, for example, still subscribe to print publications, and older generations like to share digital subscriptions almost as much as their children do.
But—and this is a big but—the generations respond to pitches and promotions in very different ways. Older generations are looking for convenience; younger generations want a deal.
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Jean-Philippe Behr
